4.9. Window Displays
Shop windows do not just display goods and explain services, they also contribute to the vibrancy, atmosphere, and character of the street both in and out of operating hours. Whilst window displays are not subject to planning guidance, they can impact the success of a business and street. Going back to their medieval origins they ‘set out the stall’ but coming into the modern era their job has been to draw the customer into the shop rather than necessarily being the place where buying and selling happens.
- Good internal lighting is important to bring attention to a shop window display. The choice of colour can help reinforce a brand and will tie the display to the rest of the shop.
- Introducing smaller light sources such as table lights can also add interest to the shop’s contents and the building’s character.
- Window displays should change to match the seasons, national holidays or special events. This will prevent the shop from appearing stale and will add intrigue for both residents and visitors.
- Overly cluttered displays should normally be avoided. Showcasing some merchandise is normally preferable.
An uncluttered, well-lit window display in Ryde adds interest and intrigue.
A shopfront in Ryde clearly presents the products sold with an attractive, simple window display.
A bright and inviting window display in Newport.
4.10. Greenery
- Shopfronts can add greenery to their shopfronts, such as potted plants, vines and box plants. Greenery helps to create more vibrant streets and should be used ‘and often.’ However, the need to water greenery and the potential harmful impact that overflow, splash, and rips, including the chemicals in any plant feed can have on the shopfront and building facing materials should be carefully considered.
- When designing in greenery, for the sake of preservation, efforts should be made to avoid any fixtures attached to historic, decorative features.
Hanging baskets provide just the right amount of greenery
An example of excessive greenery that obscures the view of the fascia
An example of excessive greenery using false plants, London
